In order to create the very best PPC campaign, the ad copy must be spot on, especially when paying for pay per click. London businesses are therefore being smart and outsourcing their campaigns to the professionals, but that doesn’t mean that they shouldn’t be aware of what great ad copy looks like.
When ad copy is done well, firms of all shapes and sizes can reap the benefits of a high click-through rate (CTR), high quality scores and a lower cost per click; all of which are the foundation of a successful PPC campaign.
Here are some top tips on how to create the best ad copy for your campaign:
The length of your ads
Normally, the length of your ad copy will be pre-determined by the character count of the PPC platform you’re using, some of the most common platforms are:
1. Google Adwords – 25 characters for the title, 35 characters for the description and 35 characters for the display URL
2. Bing Ads – 25 characters for the title, 71 characters for the description and 35 characters for the display URL
3. Facebook Ads – 25 characters for the title, 90 characters for the description and 30 characters for the link description
4. LinkedIn – 25 characters for the title, 75 characters for the description
5. Twitter – 140 characters; the length of a standard tweet
The relevance of your ad
If you are implementing a keyword-based search ad you need to be using a keyword you’re aiming for or at least a variation of it within the ad copy; preferably within the title. By doing this you can ensure that your keyword is made bold in your ad, making it stand out to the user.
However, if you’re using social media platforms you must ensure your ad is relevant to your target audience. This could mean ensuring you have the phrase “perfect for small businesses” if SMEs are your target. It’s important to let users know that your ad is relevant to them and their needs.
Sell your product or service
Now that your customer is aware your ad is relevant to them, you need to get them to convert. This is where the ad copy will come in, if you’re unsure about how to do this, be sure to get some guidance from your PPC company. London users want to know why your offering is so unique and better than what others have and this is what you need to explain in your description.
Here, you could focus on competitive prices, next day delivery or bespoke quotes etc. You need to give users a reason to click on your ad.
Call to action
Having a call to action (CTA) is vital so don’t forget to add this in! Some of the most popular CTAs are: “call now” and “get a free quote”.
Consumers love to think as little as possible and by providing a clear CTA you are telling them exactly what to do next.
Always test your ads
It’s important to always test at least two versions of your ad copy so that you know which one works best; this will normally be conducted by your experienced PPC company. London firms must also test a location based ad, for example the location “London” should be placed within the ad copy as this could entice more customers.
It’s vital that you understand what good ad copy looks like before you embark on finding your cheap PPC company. London firms will always face stiff competition when it comes to advertising services and therefore it’s crucial those ads are just right.